It's a dense little book- and I know you can buy the e version for around ten dollars
I think it's an important book for marketers and this is why:
*People instinctively can spot a fake. Not too sure what you are selling or why? People will spot that. They want to buy in because you've already don't so. Sell what you believe in.
*Generalisations are there for a reason. People are sold by something they cna tag something familiar on. If they have partial understanding about a topic, then they'll by in. Know your audience and sell the way they know how to be sold to (for example,using a full on IM style sales letter with a parenting product sometimes doesn't convert as you'd like
*Listen to your own instincts. They are probably accurate. What were you most attracted to (besides making money) when you moved into IM. There is your starting point. Focus on that and you'll have the rest in "a blink of an eye"
So- anyone else read it?